Whether you like your cereal hot or cold, there’s not doubt the cereal war is heating up on Spanish programming.
General Mills and Univision have been long time partners. Recently, they relaunched the Que Rica Vida website (Disclosure: I did attend the Que Rica Vida launch) and hired Univision personality Karla Martinez as their spokeswoman back in 2008.
Post Cereals and Telemundo have become the best of buddies too. They’re currently running 30 second spots for Post Cereal on the Spanish network giant with taste testing commercials that I’m not particularly a fan of. But that’s beside the point.
It starts to get ugly when Telemundo published “Los Peores y Mejores Cereales Para Niños" (The Worst and Best Cereals for Kids) where 6 out of the 10 worst cereals were General Mills’ brands. Oh, and they never once mentioned anything bad about Post Cereals. Any idea as to why? I’m sure it’s because they didn’t want to upset their advertisers. ;)
It’s nice to see advertisers take note and get active in the underserved Hispanic breakfast market. I find it particularly interesting that they are trying to capitalize on Hispanic family-comes-first and food-is-love traditions. Growing up in a Hispanic household holds true to those beliefs in some extent. However, having a meal together as a family was rare. Especially in the morning, as lateness (a stereotypical Hispanic downfall) was business as usual.
Nonetheless, here’s a commercial by the always impressive Lapiz (Leo Burnett company) for Mazola that’s exactly what I’m talking about.